廣告?zhèn)鞑バЧu估方案(參考版)
2024-10-22 17:24本頁面
【正文】 22 環(huán)比 或月度平滑指數(shù) =（本月份市場容量 上月份市場容量） /上月份市場容量 ?100 同比 或品牌成長指數(shù) =（本期市場容量 去年同期市場容量） /去年同期市場容量 ?100 同比 或類成長指數(shù) =（本期市場容量 去年同期市場容量） /去年同期市場容量 ?100 實(shí)際成長指數(shù) =品牌成長指數(shù) 類成長指數(shù) 10050050100150200250300Jan Feb Mar Apr10050050100150200250300Jan Feb Mar Apr品牌 A 品牌 B 10050050100150200250300Jan Feb Mar Apr10050050100150200250300Jan Feb Mar Apr品牌 A 品牌 B 環(huán)比 同比 總體來說， B品牌的廣告投放比 A品牌的廣告投放更有效，帶來了銷售的真正成長 廣告效應(yīng) 廣告效應(yīng) 廣告效應(yīng) Volume Based 利用 C PANEL數(shù)據(jù)，對廣告帶來的市場成長率分析 23 注：產(chǎn)品數(shù)據(jù)來源于 C PANEL， 廣告數(shù)據(jù)由客戶提供。 and ? Recall only these consumers have played back the munications but have not found it relevant or persuasive This emotional response scale is sensitive to brand user groups in the sample. This is strongly linked to the notion of relevance/persuasion within the framework of reinforcement. By itself this is sufficient evidence of the validity of the munication process underlying the BuycTest and the scale itself. A schematic of the BuycTest scale appears below. 19 例：廣告說服效果（ Buy169。Overview Of The BuycTest Methodology (Sample) The BuycTest principle is that for advertising to be effective it must be involving and persuasive. The BuycTest difference is that it has a unique emotional response scale which indeed measures such a state of mind. This scale is not based on one question or a series of unrelated agree/disagree statements but on the superior Guttman scale method. This is a series of questions designed to measure involvement and persuasion, which allow us to classify consumers into three groups: ? Persuaded these consumers have been persuaded as well as involved by the ad... the ultimate response。 ? 報(bào)告 ：最終報(bào)告與客戶方進(jìn)行討論確認(rèn)，并根據(jù)需要演示報(bào)告結(jié)果。 ? 報(bào)表和分析 ：采用國際通用的
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